The countdown to the end of the cookies is on its final stretch. With the arrival of summer, the final sprint will start before what seems its inevitable decline. Chrome, the Google browser, will block the downloading of cookies by default (something that other browsers also do) and will thus limit the data that advertisers can access.
The decision was made for privacy reasons, since this is what Internet users want. Adding to this movement the fact that Apple has limited the data collection that apps can do on its mobile operating system, you have a complete picture of how capturing data about consumers is becoming increasingly difficult, despite the fact that companies and especially the online advertising industry depend on this data to implement their strategies.
But although these data sources are going to disappear, the truth is that not all information will. Marketers have had two years to prepare for the decline of cookies in Chrome, in addition to which certain sources of information will continue to work. In the post-cookie world, first-hand data will be far more important than ever.
Also knowing how to use what you have. And what do you have? As indicated in an analysis in AdExchager , there are six types of information that will continue to be generated and that companies can continue to collect. Using them will allow them to connect with consumers and profile their audiences.
First-party data As we have already mentioned, the decline of cookies will make first-party data, those that the company collects directly, even more relevant. In addition, once the consumer must confirm their data – for example, this is what happens with systems that force them to log in to access certain elements – they have the certainty that they are a real person and that these are their points of contact. real.
The scale of this data is smaller and the company must undertake more work in terms of privacy, but it is much more accurate and efficient data, which the consumer has also consented to be used.
With the arrival of summer, the final sprint will start before what seems its inevitable decline. Chrome, the Google browser, will block the downloading of cookies by default (something that other browsers also do) and will thus limit the data that advertisers can access.
The decision was made for privacy reasons, since this is what Internet users want. Adding to this movement the fact that Apple has limited the data collection that apps can do on its mobile operating system, you have a complete picture of how capturing data about consumers is becoming increasingly difficult, despite the fact that companies and especially the online advertising industry depend on this data to implement their strategies.
But although these data sources are going to disappear, the truth is that not all information will. Marketers have had two years to prepare for the decline of cookies in Chrome, in addition to which certain sources of information will continue to work. In the post-cookie world, first-hand data will be far more important than ever.
Also knowing how to use what you have. And what do you have? As indicated in an analysis in AdExchager , there are six types of information that will continue to be generated and that companies can continue to collect.
Using them will allow them to connect with consumers and profile their audiences. First-party data As we have already mentioned, the decline of cookies will make first-party data, those that the company collects directly, even more relevant.
In addition, once the consumer must confirm their data – for example, this is what happens with systems that force them to log in to access certain elements – they have the certainty that they are a real person and that these are their points of contact. real.
The scale of this data is smaller and the company must undertake more work in terms of privacy, but it is much more accurate and efficient data, which the consumer has also consented to be used.
Identity graph
What in English is known as identity graphs will not disappear because cookies do. While these are a crucial part of how they’re created right now, marketers must work to find viable ways to keep building them.
They need to pivot on what data they use to define it. In fact, as they explain in AdExchanger , the situation is almost an opportunity: both marketers and media now have an unanswerable excuse to rebuild their identity graphics and do it with a much more solid foundation.
The return to the homes
What consumers’ homes look like has been the million dollar question for decades in marketing and advertising and what industry pioneers worked on. Now the time has come to return it and improve it (also taking into account the potential in this area of IP, which is usually the same in every home, however limited its future may be).
It is not about selling advertising again as television did in the 80s, but it is about learning from those models to work in related areas in a way worthy of the 21st century.
Contextual data
Who is going to be the big winner of the cookie blackout? The industry has been saying for a long time that it will be contextual advertising, the format that reigned in online advertising of the early Internet and that was overshadowed by the potential of new systems.
Content will once again be key to segment affinity audiences and to serve campaigns, with the addition that in these times everything is much more sophisticated than it was in the principles of the network.
Second-party data
Or what is the same: the time has come to collaborate with other players in the industry. Of course, it must be done in a safe way in terms of privacy and information security. Cohort analysis This is what Google is going to do in the post-cookie world, create related data niches, profiling consumer groups through similar behaviors and common interests. Everything is more private and more secure than personalized advertising, or so they claim.
Identity graph
What in English is known as identity graphs will not disappear because cookies do. While these are a crucial part of how they’re created right now, marketers must work to find viable ways to keep building them.
They need to pivot on what data they use to define it. In fact, as they explain in AdExchanger , the situation is almost an opportunity: both marketers and media now have an unanswerable excuse to rebuild their identity graphics and do it with a much more solid foundation.
The return to the homes What consumers’ homes look like has been the million dollar question for decades in marketing and advertising and what industry pioneers worked on. Now the time has come to return it and improve it (also taking into account the potential in this area of IP, which is usually the same in every home, however limited its future may be). It is not about selling advertising again as television did in the 80s, but it is about learning from those models to work in related areas in a way worthy of the 21st century.
Contextual data Who is going to be the big winner of the cookie blackout? The industry has been saying for a long time that it will be contextual advertising, the format that reigned in online advertising of the early Internet and that was overshadowed by the potential of new systems.
Content will once again be key to segment affinity audiences and to serve campaigns, with the addition that in these times everything is much more sophisticated than it was in the principles of the network. Second-party data Or what is the same: the time has come to collaborate with other players in the industry. Of course, it must be done in a safe way in terms of privacy and information security.
Cohort analysis
This is what Google is going to do in the post-cookie world, create related data niches, profiling consumer groups through similar behaviors and common interests. Everything is more private and more secure than personalized advertising, or so they claim.